Current and Potential Forms of Corporate Support. An Analysis Based on Ngos’ Annual Reports

Abstract

Ensuring a viable partnership with the corporate funders has always represented a focal issue for entities representing the Third Sector. Being based on the detailed analysis of five NGOs' annual reports, the paper renders their perspective on building and maintaining such a relationship. Another feature of the studied framework resides in its framing within the field of social services from Romania. The cases highlight that the interaction between the two categories of entities is characterized by a relatively superficial conduct of NGOs. Although it can be stated that the non-profit entities share a common viewpoint on conceiving the above mentioned publications, the comparative study reveals that there is enough room for improvement. Consequently, presuming that NGOs have the capacity to further develop the informational content of an annual report, it is recommended to value this tool in order to enhance the range of intersection points with the current and potential corporate funders. Given a preamble which resides in the structural framing of the resources achieved from the corporate entities, NGOs should focus on prioritising their prior interest of raising funds for ensuring a proper flow of the intended activity.